Guest-Column News
Guest Column: Adman Prabhakar Mundkur writes that India's business families are becoming an integral part of their companies' brand strategy through greater public visibility
Guest Column: Dr. Sandeep Goyal decodes the ‘democracy of advertising awards’
Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, explores whether AI content is fueling creativity or overcrowding the digital landscape
Premjeet Sodhi, Global Analytics Lead at WPP Media, writes attention measurement, as it currently exists, has brought new knowledge but is only a promising first draft
Shveta Singh, Founder of Iridescent Lens & independent marketing consultant, questions whether the latest creator economy trend is genuine marketing innovation or simply direct selling in new clothes
Guest Column: Dr. Sandeep Goyal explains that the rebellion against personalisation is not a rejection of technology, but a demand for boundaries
Veteran industry leader Srinivasan Swamy remembers Ashok Kumar Das as a visionary leader whose integrity, innovation and mentorship helped shape India's modern market research industry
Amit Ray, Founder Partner at Media First Consulting, remembers Ashok Das as someone who chose uncertain future over secure MNC comfort
Manish Porwal, Group Managing Director of Alchemist Marketing Solutions, remembers Ashok Das as one of the finest and the most beautiful minds in the Indian research industry
Guest Column: Adman Prabhakar Mundkur examines India’s Cannes Lions 2026 performance and asks whether fewer entries or weaker work led to the subdued showing
Guest Column: Adman Prabhakar Mundkur decodes whether there is such a thing as ‘creative that sells’ and ‘creative for creative's sake’
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, examines whether Rishabh Pant’s lower IPL price tag reflects a dip in brand value or the start of his next commercial innings
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, on why the strongest brands don't need logos
Guest Column: Dr. Sandeep Goyal explains what marketers can imbibe from the concept of the Japanese manga series - Blue Lock
Guest Column: There is growing judicial discomfort with intermediaries profiting from engagement while disclaiming responsibility for its consequences, writes M. Gautham Machaiah
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, on why Chief Communications Officers have emerged as indispensable strategic partners to CEOs in protecting corporate reputation
Guest Column: Shveta Singh, founder of Iridescent Lens, explores whether the surge in independent marketing consultants represents a temporary boom or a structural shift in the marketing ecosystem
Guest Column: Gargi Sarkar, Founder & MD of RA Brand Consultant, examines why brand recall has become more critical than market competition
Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, explores how Gen Z is reshaping luxury and why experiences and authenticity have become the new symbols of prestige
Guest Column: Dr. Sandeep Goyal decodes the Japanese philosophy of ‘Osoji’ and the cultural pillars it is built on
Dr. Sarvesh Tiwari, Founder and Managing Director, PR Professionals, discusses how regional markets are shaping comms strategies and why strong local networks are becoming a competitive advantage
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, on how a Cannes Lion evolved from a rare exception to an industry expectation
Ganapathy Viswanathan, Communication Consultant & Author, writes that digital can build strong brands, but only when backed by clear positioning and used alongside traditional media
Customer service is no longer support—it is the brand’s strongest driver of trust, loyalty, and growth, writes Ganapathy Viswanathan, Communication Consultant & Author
Guest Column: L. Adimoolam, Publisher-Dinamalar, explores questions around the share of print advertising for English dailies
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why high brand awareness does not always translate into sales and what it takes to turn recognition into revenue
Guest Column: Nupur Gurbaxani, Director, Brand & Innovation, Sanofi Consumer Healthcare, writes on how brands that educate are winning the trust & and loyalty of today's health-conscious consumers
Guest Column: Adman Prabhakar Mundkur shares that the agencies that will thrive in the future will be those that stop selling labour and start selling intelligence
Guest Column: Adman Prabhakar Mundkur explores the third dimension to the discussion about Amul congratulating PM Modi on becoming India's longest-serving Prime Minister
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, writes that Campa’s revival is rooted in nostalgia but powered by a modern strategy of pricing, distribution and engagement
Guest Column: Senior Journalist Prabhu Chawla shares his views on the political unity of four prominent South Indian leaders and its impact on national politics
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, writes how the conversation around Women’s T20 World Cup is shifting towards audience delivery, engagement & commercial returns
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, says if misinformation wasn’t challenging enough, artificial intelligence has added another layer of complexity
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, writes on how Amul’s iconic ads became a cultural archive of India’s changing times through wit and consistency
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, writes on football's unique place in India and how the FIFA World Cup captivates even non-followers
Guest Column: Adman Prabhakar Mundkur explores the question - Who should have the right to choose the developer—the landowner or the residents who live on the land?
e4m columnist and author Ganapathy Viswanathan shares why ‘A Titan Story’ took him down the memory lane
Guest Column: Arpit Srivastava, Associate Director with Xiaomi Technology India, writes on how AI content and AI-driven web traffic are reshaping the internet into a machine-to-machine ecosystem
Manifestation reels do not just sell hope; they convert faith into engagement, engagement into distribution, and distribution into revenue, writes M. Gautham Machaiah
Dr. Annurag Batra examines how Narendra Modi’s leadership has shaped public perception, political longevity and India’s evolving global image
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores how manipulative algorithms are reshaping marketing ethics by influencing consumer attention and decision making
Guest Column: Adman Prabhakar Mundkur explains why the most significant implication of declining fertility rates is the gradual shift from a volume-driven economy to a value-driven economy
Guest Column: Ganapathy Viswanathan writes consumers want to feel connected to brands in a more personal way and why reward points alone are no longer enough to create long-term loyalty
WPP's latest move looks less like an internal reshuffle and more like a response to where the market is heading, decodes Dr. Annurag Batra, Chairman & Editor-in-Chief, e4m
Guest Column: Communication Consultant Ganapathy Viswanathan writes how the Air India building at Mumbai’s Nariman Point has been for generations a reference point in everyday conversations
Guest Column: Communication Consultant Ganapathy Viswanathan writes that FIFA World Cup offers advertisers a rare blend of global relevance, emotional storytelling and highly engaged audiences
Shveta Singh, Founder of Iridescent Lens and independent marketing consultant, explores how founder narratives are creating new pathways to credibility and reshaping the way brands build trust
Guest Column: Communication Consultant Ganapathy Viswanathan writes on how Cheil has spent years within the Samsung ecosystem & understands the brand’s processes, product hierarchy & priorities
Guest Column: Dr. Sandeep Goyal compares the rise, mindset and impact of prodigies Vaibhav Sooryavanshi, Sachin Tendulkar and Naomi Osaka
Ganapathy Viswanathan, Independent Communication Consultant & Author, writes that FIFA WC gives Zee a powerful platform to deepen audience engagement & attract premium advertisers
Guest Column: Marketing veteran Shubhranshu Singh shares how the timings for the FIFA World Cup could not be better because the times could not be worse
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explores the growing influence of AI across the communications landscape
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, decodes RCB’s emotional bonding fans
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, reflects on how this honour celebrates a visionary who reshaped Indian advtg through empathy & cinematic brilliance
Guest Column: Marketing veteran Shubhranshu Singh explains how regional cricket leagues could help discover and develop more talents like Vaibhav Sooryavanshi across India’s cricket ecosystem
Everyone knows what ads cost. They rarely know what they do. Premjeet Sodhi, Global Analytics Lead at WPP Media, writes why advertising must move beyond media metrics to business outcomes
Guest Column: Dr. Suresh Gaur explains how the approach of the PMs reflected their distinct personalities and the specific communication tools of their time
Vinod Thadani, CGO, Dentsu Media Group & CEO, iProspect, speaks with Shripad Kulkarni on the death of demographic planning, the rise of behavioural signals — and why the brief must now decide the mix
Guest Column: M. Gautham Machaiah writes on how the Asian Paints controversy exposes the mechanics of anonymous digital smear campaigns designed to sabotage corporate rivals
Guest Column: Shubhranshu Singh writes on how the football World Cup has never been an Indian sport, and why that is precisely the point
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why trust is becoming the most powerful currency in modern advertising as AI reshapes consumer behaviour
Guest Column: Dr. Sandeep Goyal writes on what Goafest can borrow from other global festivals of media and creativity
Guest Column: Dr. Sandeep Goyal shares why Goafest must adopt the Cannes Lions playbook to become a world-class creative festival
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, shares how Piyush Pandey transformed advertising from polished corporate messaging into something deeply emotional
Puneet Avasthi, Director, Kantar, speaks with Shripad Kulkarni on Media Compass — India’s first unified currency across traditional and digital media — and what it reveals about Indian media landscape
Guest Column: Adman Prabhakar Mundkur explains how political branding and electoral branding operate under entirely different rules
Guest Column: Dr. Sandeep Goyal shares his take on the recently concluded Goafest 2026 - what worked and what could be improved
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores how fear-driven marketing and risk-averse ads are creating forgettable brands in an era craving authenticity
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, discusses how harsher summers are making air conditioners a practical necessity for more families, not just a luxury
Guest Column: Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, writes how Rajdeep Sardesai brings the same passion and energy that made him stand out years ago
Rohit Ohri, ad veteran and Founder of OHRIGINAL, writes why AAAI must reinvent itself for a younger, AI-driven and rapidly evolving advertising ecosystem to remain relevant
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explains why Hardeep Singh’s book feels like ‘a long conversation’
Marketing veteran Shubhranshu Singh writes that Meta’s AI-driven restructuring signals that artificial intelligence is beginning to replace human talent at the core of the marketing and media business
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, on how the Melody episode shows that in 2026, the most powerful PR is often accidental
Dr Annurag Batra tracks Prime Minister Narendra Modi’s journey from Gujarat to the national stage & how he is the face of a new and aspirational India
Guest Column: Ad industry veteran Ramesh Narayan reflects on his journey with the AAAI, recalling leadership roles, key industry decisions, and more
Guest Column: M. Gautham Machaiah, a senior media professional, shares how political leaders are no longer judged only by speeches or policies, they are carefully packaged as visual brands
Dr. Suresh Gaur explains why Mahatma Gandhi was a master strategic communicator and how he created a unique blueprint for shaping public opinion and fostering national unity.
Rajiv Dubey, Vice President, Head of Media & Experiential, Dabur India, speaks with Shripad Kulkarni on Four media universes, a broken measurement system, and managing complexity to drive brand growth
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, on why in the age of AI driven advertising the brands that retain human emotion will be the ones consumers truly remember
Marketing veteran Shubhranshu Singh writes that connected TV and FAST channels are not replacing television but reviving its core habits—shared, scheduled, advertiser-funded viewing
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explores how Kerala’s political brands have, over the years, been shaped not just by power, but by perception
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, shares how AI and data reveal trends, but market visits build the practical judgment behind true consumer insight
Guest Column: Marketing veteran Rajeev Budhiraja on India’s need for a national shift towards civic maturity alongside economic growth
Raghavendra Katte, AVP Media, Jyothy Labs, speaks with Shripad Kulkarni on the 80/20 digital-physical paradox — and why 40% digital sales in premium metro FMCG signals a key transition
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, on how PR drives visibility while Comms ensures consistency, credibility, and alignment across brands
Saumitra R Chand, Career Expert and Head of Communications at Indeed India & Singapore explains why communication capital matters, what’s evolving in the space, and what brands must prioritise today
Priya Choudhary, Director, Business Solutions & Insights, Google India, speaks with Shripad Kulkarni on the non-linear consumer reshaping rules, why every comm. must earn its place with a clear job
Guest Column: Adman Prabhakar Mundkur writes that the future will not belong to independent agencies that merely offer services but to those that build networks
Guest Column: Bhuvan Lall shares insights on India’s soft power potential, highlighting how AI and social media could amplify its global cultural influence and reshape its international narrative
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, says conversations, shared experiences and online reviews are driving dishwasher adoption more than advertising
Pawan Sarda, Marketing & Sales Leader, in conversation with Shripad Kulkarni on why the performance obsession is scary — and why the 1-to-100 journey is not the same as 100-to-1000
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why staying culturally relevant matters more than simply positioning a brand in today’s fast-changing market
Dr. Suresh Gaur, PR Guru decodes the many hats of PR and the art, strategy, and influence behind each one
Marketing veteran Shubhranshu Singh reacts on the criticisms around Goafest, but asks - What is the alternative institutional infrastructure?
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, on how Lux built its legacy with leading actresses, and why Rashmika Mandanna joining the brand has drawn attention
Guest Column: Bhuvan Lall writes why a meeting with Zubin Mehta is to encounter a person with the capacity to make every hall feel distinctive, and every musical performance extraordinary
Nikesh Ghosh, Co-founder, Offbeat Origins, in conversation with Shripad Kulkarni on why Gen AI has changed economics of creative production & why the sequence in which you use it determines everything
Sharada A. L., Founder Director of Population First, who initiated Laadli Media Awards, writes why mainstream advertising must treat gender sensitivity as a core measure of excellence
Guest Column: Dhunji S. Wadia, Proprietor and Managing Partner, ShiftAxis, shares his memories of watching Michael Jackson live, and now his portrayal on screen
Guest Column: Yesudas S Pillai, Advertising and Marketing Strategist, Investor & Founder at Y&A Transformation, writes how the almond campaign confuses interactivity with effectiveness
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, examines how Mother’s Day, which began as a personal sentiment, gradually evolved into a global cultural moment
Guest Column: Bhuvan Lall reflects on why Sir David Attenborough remains among the world’s most recognised and trusted voices as the naturalist celebrates his 100th birthday today
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores the tension between global marketing frameworks and local realities
Ganapathy Viswanathan, Independent Communication Consultant & Author, writes PR shapes how a brand is perceived in the market, while investor relations ensures that perception is backed by substance
Bhuvan Lall, former Secretary General of the Indian Broadcasting Foundation, pays tribute to CNN founder Ted Turner following his passing
Marketing veteran Shubhranshu Singh has penned a tribute on the passing of CNN Founder Ted Turner
Guest Column: Veteran adman Prabhakar Mundkur explains why quiet firing may protect short-term optics, but can damage long-term culture
L.V. Krishnan, CEO, TAM Media Research, in conversation with Shripad Kulkarni on the ecosystem architecture needed to manage the funnel that collapsed into one device—and the 650,000+ brand explosion
Guest Column: Gargi Sarkar, Founder & MD of RA Brand Consultant, explores how some of India’s most powerful and influential brands are not products or companies, but people
Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, examines how Brand Modi-BJP continues to command a level of scale and public recall rarely matched in Indian politics
Nishant Soni, Assistant Manager - Corporate Communication talks about the evolving role of narrative and communication capital during challenging times
Himani Rautela, Global- Communication lead, Redington highlights how the role of communications has evolved from media relations to a core business function, with trust and strategy at the centre
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explores how some celebrities evolve beyond acting to embody ideas like hope, strength, change or rebellion
Guest Column: Anup Chandrasekharan, COO – Regional, The EPIC Company, explains how Vijay’s campaign was a shift in how political communication is produced, distributed, and sustained
Atul Raja, Brand Strategist and Global Marketing Consultant, positions narrative as the invisible force powering brand strength
Guest Column: Veteran adman Prabhakar Mundkur writes on why constant criticism strengthens the market leader—and weakens the challenger
Laxmi Shetty, ex Head of Sales, Broadcast & Digital, ZEEL, speaks with Shripad Kulkarni on how insights, cultural depth, technology are architecture of linear TV’s lead, & foundation of its second act
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, reflects on Sridhar Ramanujam’s remarkable journey in communication, calling it worthy of a heartfelt salute
Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications explores the paradox of being data-rich but insight-poor, where more data often leads to less clarity in decision-making
Advertising gave Prasoon Joshi precision and the ability to distill complexity into a few memorable words, writes Shubhranshu Singh
Kartik Sharma, Group CEO, Omnicom Media India, speaks to Shripad Kulkarni on why attribution is not a science problem — it is a courage problem
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, examines Godrej Industries’ rebranding and what it signals today
K. Ramakrishnan, MD, Worldpanel by Numerator, speaks with Shripad Kulkarni on how individual baskets and quick commerce have rewritten the rules of FMCG buying — and what it means for every media plan
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, draws a parallel between Dinshaw’s legacy and Kambli’s emotional connect with fans
Sylvia Dutta, Lead Corporate Communications & PR, Wow! Momo Foods, reflects on how narrative and communications capital quietly shape trust, credibility, and long-term value.
Guest Column: Rajeev Jain, Sr Vice President, Corporate Marketing, DS Group, explores how Sachin Tendulkar remains one of the most enduring and influential personal brands in modern history
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explains how brands earn a place in consumers’ minds over time
Pooja Mishra, Founder & Director, Outlook PR, talks on building communications capital and earning the market’s trust through consistent narrative
Deeptie Sethi, Chief Executive Officer, PRCAI, shares her views on why and how narrative is becoming the core of communications capital and a key driver of business impact
Guest Column: Veteran adman Prabhakar Mundkur writes on whether minimalist branding is making logos lose their distinct identity
Pranalika Mahanta, Head of Marketing & Comms at AnitaB.org India, shares how narrative and communications capital are emerging as the strongest drivers of trust, leadership, and business value
Deepali Naair, Global Head of Brand, Mktg & Corp Comms, Biocon, speaks with Shripad Kulkarni on GenAI, collapse of the strategy-execution divide — & why the principles of mktg have never mattered more
Mitali Sarkar, Head of Communications, bp, explains why communications capital is one of the most undervalued assets in business and when it matters most
Poonam Nikam, Head of Communications – India & SEA, Snap Inc., explains why narrative capital is the true currency of modern communication
Akshay Gurnani, Founder, The Cofoundry and Co-founder, Schbang, tells Shripad Kulkarni how AI is collapsing the cost of creativity, & why the most powerful unit in mktg today is a nimble team of four
Guest Column: Senior Brand, Growth and Media leader Ketan K Bharati writes on how Sachin Tendulkar remains India’s strongest trust brand, where credibility outweighs visibility
Guest Column: Ashish Mishra, who recently stepped down as Acko’s Chief Marketing Officer, writes on what makes Sachin Tendulkar a timeless brand
Guest Column: Yatnesh Pandey, who recently stepped down as VP-Marketing at GreenPly Industries, on Sachin Tendulkar’s enduring brand, built on consistency, credibility and influence on & off the field
Guest Column: Aniruddha Haldar of TVS Motor Company on how Sachin Tendulkar intuitively mastered value, perception and human psychology-lessons many brand professionals spend careers learning
Guest Column: Raj Gopal Iyer, Fractional CMO & Growth Consultant, writes how Sachin Tendulkar’s impact goes far beyond statistics, as he transformed cricket into a media and commercial force in India
Guest Column: Amin Lakhani, President, Client Solutions, WPP Media South Asia, writes on how Sachin Tendulkar did not just play the game, but fundamentally shaped sports marketing in India
Guest Column: Marketing leader Tathagat Jena reflects on the cricket icon’s timeless influence - both on and off the field
Guest Column: Shreepad Shende, Chief Marketing Officer, IDFC First Bank, draws a parallel between cricket’s “sweet spot” and Sachin Tendulkar’s legendary career
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, decodes what makes Brand Sachin is a story beyond numbers
Guest Column: Shveta Singh, independent marketing consultant, explores why Sachin’s brand has done something more unusual
Guest Column: On Sachin Tendulkar's birthday today, veteran marketer Shubhranshu Singh highlights how he has evolved from a cricketing icon into a timeless brand
Guest Column: Veteran adman Prabhakar Mundkur shares how the enduring power of Sachin Tendulkar remains one of the most fascinating studies in Indian branding
Guest Column: Rajiv Dubey, VP, Head of Media & Head of Brand Activations at Dabur India, writes on Brand Sachin is a rare combination of trust, consistency, humility and emotional connection
Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, on how a boy from Dadar became India’s most enduring commercial force, and why Brand Sachin remains priceless at 53